Taco Bell launches Melbourne store with world’s first “tram-thru”

International Mexican restaurant Taco Bell officially opened its doors in Melbourne over the weekend, launching its Chapel Street store in South Yarra on Saturday.

But customers were offered a chance to try the chain’s food a day early by jumping on a specially marked tram at platform 51, where they had their orders taken and fulfilled by the store and brought to them when they arrived at platform 47 – the world’s first “tram-thru”, according to Taco Bell.

“We are extremely excited to have introduced Taco Bell to Melbourne in a way that celebrates what the city is internationally known for – its trams,” said Taco Bell Australia marketing manager Tamika Nelsen.

“Drive-thrus are as iconic to Taco Bell as trams are to Melbourne, so we’re thrilled to have brought this unique experience to our fans.”

The South Yarra store offers free wi-fi, customer curated music playlists and regular live music, as well as craft beers and frozen margaritas.

Story: Dean Blake – Inside Retail